Presentation given at NC Idea SOAR event focused around how to leverage data from Google Analytics and other sources to better inform business decisions and get creative with touchpoints along the customer lifecycle.

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2. METHOD SAVVY - ALL RIGHTS RESERVED
U S I N G D A T A T O I M P A C T Y O U R C U S T O M E R ’ S J O U R N E Y
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G W Y N N E B A R R Y
D I R E C T O R O F M A R K E T I N G A U T O M A T I O N
M E T H O D S A V V Y
G W Y N N E @ M E T H O D S A V V Y . C O M
@ G W Y N N E M U R P H Y

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Get to know your digital audience
on a deeper level.

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We need to know our audiences on a deeper level so we can understand
what they think,
how they think,
what they believe
and what their guiding principles are.

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A L L T H A T D A T A …
T H E R E ’ S S O M U C H D A T A

8. Google Analytics Data Hierarchy
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• Pageview: an instance of a page being loaded/reloaded in a browser
• Session: a group of interactions that occur on your site during a given time
span, usually 30 minutes; usually is categorized as a user’s visit to your website
• User: a person visiting your website identified by a browser instance
• User Type:
New Visitors = visit by new user whose session was marked as a first-time
session
Returning Visitors = visits by returning users whose session is not their first-
time session

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Over 50
standard reports
are available within Google
Analytics.

10. Report: Audience > Demographics > Overview
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G O O G L E A N A L Y T I C S D E M O G R A P H I C S D A T A
*Google Analytics all users from May 1 – Jul 25th 2018

11. Report: Audience > Demographics > Age
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12. Report: Audience > Demographics > Gender
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13. Report: Audience > Interests > Affinity Categories
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G O O G L E A N A L Y T I C S A F F I N I T Y C A T E G O R Y

14. Report: Audience > Interests > In-Market Segments
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G O O G L E A N A L Y T I C S I N - M A R K E T S E G M E N T S
*Google Analytics all users from May 1 – Jul 25th 2018

15. Report: Audience > Interests > Other Categories
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METHOD SAVVY - ALL RIGH
G O O G L E A N A L Y T I C S O T H E R C A T E G O R I E S
*Google Analytics all users from May 1 – Jul 25th 2018

16. Report: Audience > Geo > Location
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17. Report: Audience > Technology > Browser & OS
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Report: Audience > Mobile > Overview

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Report: Audience > Mobile > Devices

20. Report: Audience > Benchmarking
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21. Report: Acquisition > Google Ads > TreeMaps
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22. Report: Behavior > Behavior Flow
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23. Report: Behavior > Behavior Flow
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24. Report: Acquisition > Search Console > Queries
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25. Report: Behavior > Site Search > Search Terms
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26. Report: Behavior > Site Content
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27. Report: Behavior > Site Content
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28. Report: Behavior > Site Content
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29. Report: Behavior > Site Content
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30. Report: Acquisition > All Traffic > Source/Medium
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31. Report: Acquisition > All Traffic > Source/Medium
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32. Report: Conversions > Multi-Channel Funnels > Top Conversion Paths
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Take your Google Analytics data to the next level and
make it actionable.
Filters
Custom Campaigns
Goals
Google Tag Manager
Custom Reports

34. Admin > Filters
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• Set up a filter that suppress internal company traffic and behaviors from
your analysis with an IP address filter
• Use filters to identify insights for high-value segments. For example, the
traffic that spends the most time on your website.

35. Exclude Internal IP Filter
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36. Track Custom Campaigns
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• utm_source: Identify the advertiser, site, publication, etc. that is sending
traffic to your property, for example: google, facebook, billboard
• utm_medium: The advertising or marketing medium, for example: cpc,
banner, email newsletter
• utm_campaign: The individual campaign name, marketing program/initiative,
etc. for a product/company
• utm_term: Identify paid search keywords. If you're manually tagging paid
keyword campaigns, you should also use utm_term to specify the keyword
• utm_content: Used to differentiate similar content, or links within the same
ad. (e.g. two call-to-action links, A/B tests)

37. Track Custom Campaigns
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• utm_source: Identify the advertiser, site, publication, etc. that is sending
traffic to your property, for example: google, facebook, billboard
• utm_medium: The advertising or marketing medium, for example: cpc,
banner, email newsletter
• utm_campaign: The individual campaign name, marketing program/initiative,
etc. for a product/company
• utm_term: Identify paid search keywords. If you're manually tagging paid
keyword campaigns, you should also use utm_term to specify the keyword
• utm_content: Used to differentiate similar content, or links within the same
ad. (e.g. two call-to-action links, A/B tests)

38. Avoid These 6 Common Mistakes with UTM Parameters
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• Not following a consistent naming convention for UTM parameters
• Mixing lowercase and uppercase letters
• Making UTM parameter values difficult to read in campaign reports
• Incorrectly using ? , = and & symbols in UTM parameters
• Not testing tagged links before using them
• Creating unique campaign names for each medium and source

39. Campaign Tracking Examples in Google Analytics
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Use lowercase consistently to aggregate dataUse the same campaign name across sources & mediums

40. Report: Real-Time > Overview
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41. Example URL With Custom UTM Parameters
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http://www.example.com/?
utm_source=hubspot&utm_medium=email&utm_campaign=summer-
sale
http://www.example.com/?
utm_source=facebook&utm_medium=social&utm_campaign=summer-
sale
http://www.example.com/?
utm_source=facebook&utm_medium=paid+social&utm_campaign=sum
mer-sale

42. Google Analytics Campaign URL Builder
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https://ga-dev-tools.appspot.com/campaign-url-builder/

43. • Build and keep track of your campaign URLs in a single location
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Google Sheet Campaign URL Tracking Template

44. Use Goals to Quantifiably Measure Business Objectives
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• Important conversion points marked by the transition from the important
something to a thank you page or confirmation page

45. Report: Conversions > Reverse Goal Path
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46. Report: Conversions > Funnel Visualization
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47. Report: Conversions > Goal Flow
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48. Google Tag Manager
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• Manage multiple tracking and
marketing tags on your website
through one portal
• Quickly and easily update the tags
and code snippets
• Advanced configuration settings
provide ample opportunities for
measurement, including scroll
depth tracking and engagement
timers

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Even more custom
reports and
dashboards designed
by experts are available
through the Google Analytics
Solutions Gallery.

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Using your Google Analytics insights to
optimize your customer lifecycle
journey.

51. Customer Lifecycle Journey
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A W A R E N E S S C O N S I D E R A T I O N E V A L U A T I O N D E C I S I O N
P O S T - S A L E S /
O N B O A R D I N G

52. Customer Lifecycle Journey
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A W A R E N E S S C O N S I D E R A T I O N E V A L U A T I O N D E C I S I O N
P O S T - S A L E S /
O N B O A R D I N G
A D O P T I O N S A T I S F A C T I O N R E T E N T I O N L O Y A L T Y A D V O C A C Y

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F I N A L T A K E A W A Y S

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Moving from CRO to LTV is a
proactive relationship move.

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Strategic business decisions
require a long-term view
that a single month’s data may skew.

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Combine your Google Analytics data, social metrics and financial data for a
comprehensive view of your
business.

57. Additional Resources
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• Google Analytics Academy https://analytics.google.com/analytics/academy/
• Google Trends https://trends.google.com/trends
• Crazy Egg https://www.crazyegg.com/
• Hotjar https://www.hotjar.com/
• Quantcast Measure https://www.quantcast.com/products/measure-audience-
insights/
• Moz https://moz.com/free-seo-tools
• HubSpot Website Grader https://website.grader.com/

58. T H A N K S
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G W Y N N E B A R R Y
G W Y N N E @ M E T H O D S A V V Y . C O M
@ G W Y N N E M U R P H Y